This month’s blog invites you to explore the tension between urgency and importance. In a world that rewards speed and constant responsiveness, it’s easy to lose sight of what truly matters. We’re taking a moment to step back, reflect, and refocus—because if we don’t intentionally choose the important, urgency will choose for us.

Inevitably, we all make excuses. But not out of some carelessness or laziness. Our tendency to make excuses stems from deeper neurological and psychological patterns. In a previous newsletter we highlighted our natural desire to seek comfort and avoid discomfort. Excuses fit this trend, offering a quick return to cognitive ease and homeostasis.

Clarity and conviction in your principles isn’t a rigid way of operating; it’s an opportunity to make the right decisions before you’re in the moment, faced with external pressures that make compromise feel convenient or enticing.

It is important to have an intentional mindset in all things we do, which may consist of having a long term perspective or finding ways to extract value from all circumstances.

Waiting for the right time to do anything is a myth. There is only now. The sooner you face failure, the sooner you move toward better outcomes.